1. Interpreting Communication Research
Chapter 7
Content Analysis

2. Introduction to the Method
Content analysis is used to describe characteristics of messages
There is some controversy over whether content analysis is restricted to manifest content vs. inferred content (p. 195)

3. Conducting Content Analysis
Decide on which texts, census, a sample
Decide on the units of analysis
Physical units, e.g., books, television shows
Syntactical units, e.g., symbols, words, metaphors
Referential units, e.g., what the text is about, positive or negative accounts of X
Propositional units, e.g., positions taken
Thematic units, e.g., topics, like the use of racist or sexist themes

4. Content Categories A content category system must meet three criteria:
mutually exclusive
each item fits into only one of the categories
equivalent
general and specific categories are not mixed
exhaustive
every item fits into one of the categories

5. At the heart of content analysis are categories.
A. TRUE
B. FALSE

6. Validity of Content Categories
Face validity
the research claims that the categories reflect the attributes of the concept being studied
Semantic validity
Judges familiar with the area judge that items placed in a category have similar meanings
Criterion-related validity
Relationship found between categories and outcome
Construct validity
categories derived from theoretica l propositions(p. 197)

7. Coders
Coders have no place in content analysis.
A. TRUE
B. FALSE